Simplicity Is Somehow Essentially Describing The Purpose

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.

What We Don't Include Is As Important As What We Do Include.

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.

A Lot Of What We Are Doing Is Getting Design Out Of The Way.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.